Overall cronbachs alpha 0719235 group of question

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Overall Cronbach's Alpha 0.719235 Group of question Question Factors Cronbach's alpha Average Group 2 (Brand performance A4 Media Channel - Press 0.816 0.8157 Media Channel - Website 0.825 Media Channel - Social Network 0.818 56
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) Media Channel - Banner 0.813 Media Channel - TV 0.816 Media Channel - Radio 0.809 Media Channel - Open day 0.815 Media Channel - Friends 0.817 Media Channel - Others 0.813 A5 Education Quality 0.769 0.769 A6 Quality of teachers 0.801 0.769 Curriculum 0.792 Subjects 0.797 Volume of studying each semester 0.809 Quality of graduated students 0.801 A8 Prestige - University 0.783 0.79 Prestige - Business major 0.786 Prestige - Degree value 0.788 Prestige - Principal and CEO 0.803 A9 Designing style 0.796 0.796 A11 Tuition fee differences 0.824 0.824 A12 Market Demand major 0.864 0.86775 Real study, real exam 0.869 Updated teaching method 0.865 Rate of employment after graduating 0.873 Group 3 (Brand imagery) A10 FU student's characteristic - Smart 0.82 0.8184 FU student's characteristic - Dynamic 0.827 FU student's characteristic - Rich Family 0.818 FU student's characteristic - Dissipated 0.814 FU student's characteristic - Learn less 0.813 Table 4. Final Reliability Statistics for high school students (Source: Group’s research, 2015) 4.2.1. Brand salience 4.2.1.1. Category identification Major Frequencies Percent (%) Business Administration 233 56 E-commerce 215 51.7 Electronic Communication 220 52.9 E-nuclear 66 15.9 Information Technology 307 74.3 57
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Hotel Management 93 22.4 Total of respondents 416 100 Table 5. FPT University Brand Recall (Source: Group’s research, 2015) With 416 respondents for the questions of educational major that exist in FPT University’s program, there’re still students who don’t have any understanding about FU proven by 66 and 93 respondents respectively acknowledge FU with major of E-commerce and E-nuclear, which is non-related to the main educational programs. 0 10 20 30 40 50 60 70 80 56 51.7 52.9 15.9 74.3 22.4 Percent (%) Graph 1. FPT University’s major of educating (Source: Group’s research, 2015) FPT University has specialized many majors but due to limitation of research, research only represents the two major including Business Administration and Information Technology. As can be seen from the table, Business Major accounts for 56% and Information Technology with 74% acknowledging by high school students. To explain for this figure from survey, Information Technology remains widely known while only more than half of respondents have an understanding of business major. Comparing 56% understanding of business administration with the misunderstanding with 51.7% in E-commerce, customers have been cursorily aware of FU business major. To explain, high 58
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school students don’t have the right knowledge of business major when thinking that it combines both business administration and E-commerce. From the parents’ interview result, they know FPT University for sure with the major of Computer Science and Information Technology (IT) when first being asked about FU. The recall of FU’s brand is almost about major related to Engineering. After asking them about business major in FU, they acknowledge the business major existing and affirm the quality synchronous to the whole FU. These situations indicated that parents in particular and other objects in
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  • Spring '14
  • Brand, ........., brand awareness

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